Exam 10: Marketing: Building Profitable Customer Connections

Social responsibility has become a marketing goal for companies in response to consumer demands for broader community support.

Strategies about the best way to incorporate personal selling, public relations, and word-of-mouth promotion into the marketing of a good are part of the product strategy component of a firm's marketing mix.

A person's culture can have an impact on purchasing behaviour.

Companies use event marketing when they sponsor sporting, cultural, or charitable events.

The last few decades have brought about an increased emphasis on customer service due to growing consumer choice and purchasing power. Which of the following best describes the philosophy that customer satisfaction is the central focus of a business?

Using Pinterest and LinkedIn to market products is a strategy used by businesses during the selling era of marketing.

The process of dividing an overall market into groups of customers who are similar to each other but different from everyone else is known as market aggregation.

Age, gender, and attitudes are major determinants of your social class.

When firms in B2C markets divide up the market according to values, attitudes, and lifestyles, what type of segmentation are they using?

Samuel works in the purchasing department of Emerson Electric. Which of the following best describes what will happen with Samuel when he is making purchasing decisions for his company?

Which of the following demands that marketers actively contribute to the needs of the broader community?

Demographic market segmentation is based on measurable characteristics of potential customers, such as age, education, income, ethnicity, and gender.

Understanding consumer behaviour is not necessary to business survival.

In customer relationship management, what do firms selling big-ticket items with small customer bases often find it advantageous to do?

What are decisions about advertising, publicity, and product placement known as?

Customer relationship management is an ongoing process. When does it work best?

Cultural, social, personal, and psychological factors all influence a consumer's purchasing decisions.

In recent years, marketing has focused on developing long-term relationships with customers.

Strategies about the product, price, promotion, and distribution are all included in a firm's marketing mix.

What does market research involve?